ITV's marketing director Jim Hytner has appointed Bruce Dunlop & Associates (BD&A) to create a new, "unique" on-air identity for ITV2, it was announced today.

The new branding, due to go live later in the year, will bring the station's look in line with that of ITV1, but at the same time "defining a new spirit" for ITV2.

Hytner explained: "The channel has gone from strength to strength over the past 18 months and we want to consolidate that growth by creating a more coherent proposition for the channel which will capitalize on the existing brand equity of ITV1 whilst defining a new and unique identity for ITV2."

As part of the new package, ITV2 will get fresh idents, break bumpers, promo packaging and a new end credit promotion format.

"We are going to use this opportunity to show that ITV has another side to shout about," said Bruce Dunlop. "We had a great time re-branding ITV1 and now we are delighted to be working on ITV2. We're looking to borrow a couple of key elements from ITV1 and design a very dynamic and versatile package that creates a definite proposition for a very definite demographic."